When planning your latest email marketing campaign, you probably have a goal in mind. Whether it's driving traffic to your latest blog post, getting more registrations for a future event, or simply nudging towards a purchase, your click-through rate (CTR) in email marketing will help you achieve the desired outcome.
In a recent survey by Mailjet, when asked to choose three most important metrics to measure email success, the click-through rate (CTR) emerged as closely tied with opens as the most important at 42%. Other metrics dependent on clicks followed closely, such as conversion rate (26%) and email revenue (22%).
The more clicks you get on your emails, the more successful your email marketing will be. But this is easier said than done. Here's what you need to know to increase your click-through rate.
What is Email Click-Through Rate? The email click-through rate is the percentage of clicks on a button, link, or image in an email out of the total number of delivered emails. CTR = Total Clicks / (Delivered Emails - Bounces) This measures the overall number of clicks, so if one subscriber clicks the call-to-action button multiple times (or clicks several links in the email), all of them will count towards your click metrics.
Let's illustrate this with an example. Suppose you send an email to 1,200 subscribers. Out of these 1,200, 200 emails bounce or are undelivered. This leaves you with 1,000 successfully delivered emails. Then, if you get 100 clicks on this email, your click-through rate would be 10%. (Note that this doesn't count any clicks on the unsubscribe button, thankfully.)
This should not be confused with a closely related metric, the Click Rate (CTR), which compares the number of unique clicks to the number of delivered emails your email campaign receives. It's becoming increasingly popular as a measurement since it compares two essential campaign metrics (opens and clicks) with each other. Click Rate (CTR) = Unique Clicks / Delivered Emails Using the same example, suppose your open rate is 22%. Out of 1,000 delivered emails, you would get 220 opens. Then, if 22 people click on this email, you would have a 10% click rate.
To make things even more confusing, there's the Click-To-Open Rate (CTOR), which compares the number of clicks to the number of unique opens your email campaign receives. It's becoming increasingly popular as a measurement since it compares clicks with the number of subscribers who have opened the email. Click-To-Open Rate (CTOR) = Clicks / Unique Opens Using the same example, if 22 people clicked on an email that had 220 opens, you would have a 10% CTOR. What is a good click-through rate for email? Regarding CTR, be prepared that the average rate is around 2-3%, depending on who you ask, and it varies by industry. Is 2% considered "good"? Well, that really depends on you. It's best to compare your emails to your own audience since each industry and mailing list differ slightly. However, there are a few strategies to experiment with if you want to increase your click-through rate: 4 Ways to Get More Clicks from Marketing Emails (+ 4 Mistakes to Avoid That Decrease Your Click-Through Rate)
How to Get More Clicks in Your Emails? Send Better Emails.
I know, I know. You were hoping for some magical fairy dust or a super cool hack. But the truth is, you can't hack your way to increasing clicks because it's the best indicator of how engaging your emails really are. The best way to boost your click-through rate is to send targeted and relevant emails that your subscribers want to interact with. It's as easy and as hard as that.
However, there are several ways you can optimize your emails to make them more appealing and a few mistakes to avoid:
Do: Create Targeted Campaigns
The first step in creating more appealing emails is to make them highly relevant and targeted. The more you know about your audience and deliver what interests them, the higher the likelihood of a response.
This means experimenting with different segments within your overall mailing list. For instance, try dividing your email campaigns among subscribers who:
Have made a purchase from you
Have viewed a specific section of your website, such as a product line or type
Are located in a certain geography
Regularly read your blog
Are new to your list
Have never clicked on an email before
Consider personalizing your email copy, images, or calls-to-action using names or other information you've learned about your subscriber.
Don't Forget to Test Your Subscribers
Consider personalizing your email copy, images, or calls-to-action using names or other information you've learned about your subscriber.
Don't Forget to Test Your Subscribers
When you start experimenting with segmentation and personalization, remember that there's nothing wrong with asking subscribers what they want to see from you. Personalization isn't just about using a "name" in your email text. It's also about sending the right number of emails at the right time with the right information.
Do: Use Creative Calls-to-Action (CTAs)
It's time to move beyond the "click here" and "learn more" buttons. If you want to increase clicks and are already segmenting your audience, now's the time to try some more creative copy.
Think about what your CTA really demands. Is it to register for an event? Download a report? Make a purchase? Mining language or concepts from the destination of the link can be a great starting point. You want to answer the question: "What's in it for me?"
Also, experiment with placement. Does placing your CTA button at the top of the page (where the subscriber initially has to scroll) improve your click-through rate? What about hyperlinks? Different email styles lend themselves to various placement styles. For instance, a transactional email should have key information centered, while an informational newsletter may have links spread throughout the email.
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